Case | HBS Case Collection | March 2004 (Revised January 2008)

Samsung Electronics Company: Global Marketing Operations


Samsung's global marketing director is assessing how to build the global brand reputation of the company further and upgrade the company's worldwide brand image. To show how to build a global brand.

Keywords: Global Range; Globalized Firms and Management; Brands and Branding; Reputation;


Quelch, John A., and Anna Harrington. "Samsung Electronics Company: Global Marketing Operations." Harvard Business School Case 504-051, March 2004. (Revised January 2008.)